Habo, a consulting firm that provides strategic planning and market/consumer intelligence, is guiding sports, entertainment, tourism, and experiential organisations to align their creative vision with business strategy with its data-backed insights and proprietary methodologies.
At the core of these methodologies is the Habo Index. Leveraging market intelligence, consumer insights, and performance benchmarks, the Habo Index offers a structured way to evaluate demand potential, optimise business models, and mitigate financial risk. This allows organisations to understand the potential of their offerings, adapt their business models, and aim for sustained growth.
Defining intangible value
A data-driven understanding of audience demand, market positioning, and financial viability enables sports and entertainment providers to achieve commercial success at all stages of an experience’s lifecycle, whether developing a new offer or refining an existing one.
With the Habo Index, they can evaluate the potential reach of products using data from thousands of tested experiences across the world. The structured framework supports organisations in assessing consumer demand, positioning concepts within their competitive environment, mitigating risk with realistic sales projections, and designing business models for commercial viability.
Pierre-Luc Gladu, president and senior partner at Habo, says: “Ultimately, evaluating the intangible value of an entertainment and sports offering helps uncover its potential and align the business strategy to maximize consumer engagement and commercial success.”
This methodology can be applied at each stage of an experience’s lifecycle.
During creative conception, the Habo Index enables organisations to evaluate concept appeal and consumer interest before investing in development. For go-to-market readiness, it will assist in refining launch strategies and positioning an experience against competitors. This positioning can then be further enhanced during the market optimisation stage by comparing potential with actual performance.
Additionally, in market expansion, the Habo Index can identify high-potential regions for growth and guarantee cultural relevance.
Evaluating potential reach
The Habo Index groups concepts based on their ability to appeal to audiences within specific markets:
- Mass experiences. Concepts have high potential across all sectors of a certain market. The general population is highly interested in these concepts.
- Targeted experiences. These concepts offer a significant level of interest in selected consumer segments.
- Niche experiences. With a moderate to high level of appeal within a niche segment of consumers, these concepts represent limited commercial potential.
- Low commercial potential experiences. These concepts create little to no interest in a specific market.
By examining market potential and perceived value, organisations can effectively position experiences in their competitive landscape and optimise product strategies for maximum conversion among audiences.
Earlier this month, Habo shared its evaluation of the 2024 US immersive experiences market, produced using proprietary data from its work in this fast-growing industry.
Beyond individual project evaluations, Habo also provides industry-wide insights. The firm estimates that revenues from immersive experiences in the US reached $3.9 billion in 2024, indicating an average annual growth rate of 21% since 2019, when the market was worth $1.5 billion.
